Today, a large part of purchases are multi-channel, often due to the fact that many consumers do their research online followed by a visit to a store for the actual purchase. Only 6-7 % of purchases are made completely online. Why is that?

When asked about their reason for shopping online, consumers state convenience as the main argument. So why aren’t more purchases done over the Internet? One important reason is that the shipment process often is not convenient enough. Companies that understand this and adapt their supply chain processes are therefore the future winners.

What online shoppers want can be summarized in 5 tips:

1. Offer them freedom of choice

Having only one delivery method makes consumers feel trapped. Psychologically, being given at least two delivery options, such as standard or express, is almost a demand from today’s consumers.

2. Speak the language of the receiver

Do not simply display the carrier’s product name in the checkout process. Make the options understandable to the customer and think about how to best explain to them what you mean.

3. Offer a simple return policy

Online stores have vastly different rules for returns and consumers are often unsure of what rules apply. Simplify and clarify the process or face the risk of consumers cancelling their purchases.

4. Effective tracking of shipments

One of the most common wishes from consumers is the ability to track their parcels. Tracking has been available for a long time but now you have the possibility to package the tracking in a more attractive manner; for instance by having an app that consumers download to their smartphones. This makes it easier and more fun to track your parcel.

5. Take the customer’s perspective

Earlier, it may have been a cliché that you should always look at things from the customer’s point of view, but now it’s a fact. Customers have more and more to say about your business and can easily replace one supplier for another if you don’t deliver on your promises. Therefore, it is important to go the extra mile and truly make an effort to understand what can improve the customer experience during delivery.

Arne Andersson, e-commerce expert PostNord